Top Trends in Corporate 2.0 Sites

I've been scouring around quite a bit online to identify some of the top trends in corporate websites. These sites have traditionally been nothing more than brochure-ware displaying static content like mission statements, and product and contact info. In reality, not a whole lot has changed. While the Web has evolved at internet speed from the early days of Web 1.0 to 2.0, corporate sites have remained relatively the same and many are in danger of becoming relics of the past. We were going to have an event on "The New Corporate Website" which we decided to slate for another time in light of the OpenSocial phenom that came about.

So, what's the deal. Today's corporate website is still a sales and communication channel but not of the same manifestation as yesteryear's; the DNA of these sites have changed. There are a lot of Social Media and Web 2.0 components making their way to the corporate arena. Today's new corporate website is less static, stagnant, and one-dimensional.

Here are some of the trends I found:

• Widgetization of the web
  No suprise here. The corporate marketing-ites have jumped on this bandwagon and proven the Newsweek declaration that this is the "Year of the Widget" to be true. Although, I think this year was more about the hype and next year we will see more commercialization of widgets as more and more companies get caught up and the others push the marketing efforts on their initial adoption.


• Social networking cum customer networking
  It is built for customers, with customers. Live chatting has been around for a while for customer support but full-blown social networking sites have been created to serve customers better and to build and grow the network and community and utlimately, customer loyalty and goodwill. A good example is eBay's Neighborhoods.


• Blogs
  Blogs are being harnessed carefully and selectively. Not a lot of corporate blogs except for notable ones like Sun's CEO Jonathan Schwartz's Weblog which provides insight into the company and its products. The rarity of these blogs is mostly for fear of legal and market backlash, but a lot of companies have externally facing blogs by employees. The problem is that unless its the CEO or some high-profile employee or a sexy company, or if the blogs are not fully endorsed by the company and marketed and supported, they will flail.


• Rich Media Content
  Live or on-demand rich streaming media content with a real person demo'ing or talking about a new product or service offering. This is much preferred and more effective than just straight textual content. But keep it real. Too many companies still can't let go of the canned, highly produced videos. Customers don't want to see that either but the context is important. Use by product managers and for customer testimonials are great but how-to's are more valuable to customers. Some companies even have video on their homepage. Audio-only podcasts are also common but offer a different dimension to video.


• RSS
  RSS feeds that people can subscribe to to get the latest information delivered to them as it is available versus going to a site to find it. This is very uselful for alerts, breaking news, etc. for customers, partners, and financial community.

I didn't see the use of a lot of other Web 2.0-esque elements like wikis (probably better suited for extranets and intranets) and mashups on corporate sites. The web is a powerful tool and many companies are realizing that if they don't utilize their websites effectively, they won't be able to effectively go the distance. Clearly, there is still a ways to go.